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Marketing comunication
Vašáková, Martina ; Štůsek, Jaromír (advisor) ; Marie, Marie (referee)
The thesis deals with marketing communications of a non-governmental,
non-profit organization NaZemi, which contributes to the development of Fair Trade
in the Czech republic. The thesis is divided into theoretical and practical part.
In the theoretical part is defined marketing, marketing mix, and various tools
of marketing communications, which includes advertising, sales promotion, public relations, personal selling, direct marketing, events and experiences.
Part of the theoretical part is characteristic of marketing research, modern trends
in marketing communications and outline of the concept of Fair Trade.
In the practical part is introduced the organization NaZemi with its tools
of marketing communication. Based on the survey findings are formulated proposals, leading to possible improvements in marketing communications. In the end there
is deeply descibed one proposal in detail of a particular campaingn.
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